Bridge and Northlich Call Off Merger

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Cincinnati advertising agencies Bridge Integrated Communications and Northlich have called off plans to merge.


Northlich in February had agreed to buy Bridge in a deal that would have stitched together two of Cincinnati's leading shops, with consolidated revenue of $29 million, or capitalized billings of $200 million.


"Northlich and Bridge have agreed to go their separate ways, even though there are a lot of areas of synergy and there appeared to be a good match," said Richard R. Hendrixson, vice president at Bridge Healthcare. "Both companies have stated that the timing was not right and they couldn't come to the terms to make it work."


Bridge offers Internet strategy consulting, online media buying and planning as well as Web site design, development and maintenance. Its clients include Procter & Gamble Co., NCR, Thomson Consumer Electronics, Copernus and Lexis-Nexis.


Northlich's services include brand strategy, new product development, public relations, direct marketing, advertising and interactive marketing. Ashland and H.J. Heinz Co.'s StarKist brand are among its clients.


Bridge and Northlich share clients such as P&G, Cincinnati Bell and Harris Corp.


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